Union Station Hotel

I had the pleasure to work with the full ST8MNT team to direct and rebrand one of Nashville’s most recognizable landmarks, The Union Station Hotel. As lead art director on the project, my responsibility was to establish the aesthetic, interpret the brand values, set the tone, and to direct every piece of the brand.

For the rebrand, we started with mood boards, pushed the limits, redesigned the logo, left a few broken hearts in our wake, and then branded every touchpoint along the way. The new brand establishes the hotel as an eclectic and artistic destination; not just a historic building to travel through.

The logo and brand resound the concept of pulse and transition. It also pays homage to the hotel’s train station heritage while delivering a repurposed and experimental execution. The end product is a timeless and artistic inspired brand, true to the hotel and the city it champions.